Executive Summary:
How did Google get started?
We all know this one. Two guys in a dorm room set out to change the world. Why do we all know this one? Because it’s a great story. And great stories get great mileage.
Google is full of great stories beyond just its origin. Take a tour of the Googleplex in Mountain View and there’s a story behind everything and everyone you see. And they’re stories that bear repeating and get repeated to the tune of untold favorable PR impressions.
To get that elusive word-of-mouth and free PR, you need to do something remarkable.
Zappos “wows” people with customer service — and a pretty good origin story and corporate culture, too. Zappos also wowed people with its $1.2 billion sales to Amazon.
Stock your cash register with $2 bills and give people a reason to tell others about their experience.
Groupon has a hidden gem when you unsubscribe from its newsletter.
Southwest Airlines has charismatic flight attendants that do things that get people talking.
Give people — your employees, your customers, your relatives, everyone — something positive to say and a forum to say it.
Select Quotes:
“The warm, fuzzy, eco-conscious image of Google as a company actually matches what you find behind closed doors.”
— David Szetela, CEO, Clix Markting, @Szetela
“The people that have a story and evolve the story will succeed [because], today, people share those stories.”
— Steven Hall, Professor, College Of Media, University of Illinois
“The best brands have good customer service that pervades their environment. Carve out a slice of what you love and own it.”
— Steven Hall, Professor, College Of Media, University of Illinois
Final Thought:
If you want to wake up to the morning glory, be ready to answer, “What’s the story?”
Updates:
Apr. 18, 2010: Groupon has certainly become a great story. Today, TechCrunch reported that Groupon took a round of venture capital that valued the company at a whopping $1.35 billion!
Aug. 24, 2010: In keeping with the story-telling theme, Google has been sharing “Your Google Stories” on its blog — a collection of stories submitted by Google users about how the Big G changed their lives.
Aug. 30, 2010: Here’s another great Google story — 23 Walls of Googley.
Sept. 24, 2010: Zappos continues to make itself a great story. Love this commercial.
Oct. 1, 2010: Methinks Groupon’s gone a bit too far in it’s bid to make the company a great story (and give its CEO a great tan).
Oct. 8, 2010: Per Scott Kier (seen here holding his change), Krazy Jim’s Blimpy Burger in Ann Arbor takes the $2 bill strategy quite literally!
Dec. 13, 2010: Kenneth Cole has quite the unique origin story, changing the name of the company to Kenneth Cole Productions and masquerading as a film studio to get permits from NYC to set up trailers on the street.
Dec. 14, 2010: Posted thoughts on Groupon and Google and why Groupon matters.
Apr. 1, 2011: Doing my part to make Kenshoo a great story.
